Deakin University
Browse

File(s) under permanent embargo

Converging with audiences

chapter
posted on 2013-01-01, 00:00 authored by Jennifer Radbourne
The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation. 

This chapter scans arts marketing developments over the past thirty years to arrive at an examination of authenticity that engages a new individualistic, independent, informed and involved arts consumer who is changing the marketing paradigm. Through examples of theatre and orchestral audiences, a new paradigm of convergence marketing is characterised, and a model for practice proposed.

History

Title of book

Audience experience: a critical analysis of audiences in the performing arts

Chapter number

10

Pagination

143 - 158

Publisher

Intellect

Place of publication

Bristol, England

ISBN-13

9781841507781

ISBN-10

1841507784

Language

eng

Publication classification

B1 Book chapter; B Book chapter

Copyright notice

2013, Intellect

Extent

11

Editor/Contributor(s)

J Radbourne, H Glow, K Johanson

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC